Typography

1. Avoid condensing or stretching the typeface. Use the condensed or extended version within the font family.
2. Use all-uppercase sparingly as it is difficult to read; all-uppercase lettering should be used only for emphasis or headlines.
3. Use script fonts sparingly. Never use a script font in all-uppercase.
4. Avoid full justified text, type that is flush on both the left and right margins; space is automatically inserted between words and letters that can produce gaping white spaces making it difficult for the eye to read left to right.

It is the policy of UNCW that all visual communications bear its name and be consistent with uniformly high professional standards in content and appearance. This includes all colleges, schools, departments, programs and units of the university.

1. Avoid underlined text; use italic or bold instead.
2. Do not use double spaces between sentences. One space is standard.
3. “Leading” is the amount of space between two lines of text. For body copy, set your leading to two or three points higher than the type size. (if your type size is 12 pt., set your leading at 14 or 15 pt.). Leading in headlines, display type, introductory paragraphs, etc. may vary.

Consistent use of typefaces is the most important element in establishing a unified style for UNCW publications and other print and digital media.

The primary print typefaces are Palatino, a serif font, and Helvetica, a sans serif font. Both fonts are available from various font houses in the recommended OpenType format. OpenType is a cross-platform file format that is compatible on both Apple and Windows computers.

If you do not have access to these typefaces, you can substitute with the following:

FOR PALATINO:

• Times, Times New Roman
• Utopia
• Minion Pro
• Georgia

FOR HELVETICA:

• Arial
• Calibri
• Myriad Pro
• Verdana

PALATINO STD COMPLETE VP FAMILY (Shown in 10 pt. type)

• Palatino Light
• Palatino Light Italic
• Palatino Roman
• Palatino Italic
• Palatino Medium
• Palatino Medium Italic
• Palatino Bold
• Palatino Bold Italic
• Palatino Black
• Palatino Black Italic

HELVETICA NEUE LT STD FAMILY (Shown in 10 pt. type)

• Helvetica Thin Condensed
• Helvetica Thin Condensed Oblique
• Helvetica Light Condensed
• Helvetica Light Condensed Oblique
• Helvetica Condensed
• Helvetica Condensed Oblique
• Helvetica Medium Condensed
• Helvetica Medium Condensed Oblique
• Helvetica Bold Condensed
• Helvetica Bold Condensed Oblique
• Helvetica Heavy Condensed
• Helvetica Heavy Condensed Oblique
• Helvetica Black Condensed Oblique
• Helvetica Black Condensed Oblique
• Helvetica Extra Black Condensed Oblique
• Helvetica Extra Black Condensed Oblique
• Helvetica Thin
• Helvetica Thin Italic
• Helvetica Light
• Helvetica Light Italic
• Helvetica Roman
• Helvetica Italic
• Helvetica Medium
• Helvetica Medium Italic
• Helvetica Bold
• Helvetica Bold Italic
• Helvetica Heavy
• Helvetica Heavy Italic
• Helvetica Black
• Helvetica Black Italic
• Helvetica Thin Extended
• Helvetica Thin Extended Oblique
• Helvetica Light Extended
• Helvetica Light Extended Oblique
• Helvetica Extended
• Helvetica Extended Oblique
• Helvetica Medium Extended
• Helvetica Medium Extended Oblique
• Helvetica Bold Extended
• Helvetica Bold Extended Oblique
• Helvetica Heavy Extended
• Helvetica Heavy Extended Oblique
• Helvetica Black Extended
• Helvetica Black Extended Oblique